(Adapted from an article written for Growth University and published in August 2011)
Exhibiting is expensive, especially for small businesses. Impress your target audience by investing a little extra time and attention (instead of cash). Here are five free ways you can stand out while exhibiting at your next event:
1 – Revise your company description
Attendees use exhibitor directories to plan their time on the show floor. Take full advantage of the free listing you receive from show management: hook your target audience with a great opening, highlight your unique offerings, and help potential clients find your company by providing clear contact information.
2 – Cut the clutter
Minimize distractions by removing unnecessary furniture, leaving excess literature and boring giveaways behind, and letting your staff do their work. You’ve trained your team well and your high quality offerings are good enough to speak for themselves.
3 – Say hello
Attendees can easily be overwhelmed by all of the excitement on the trade show floor. Warmly greet the attendees passing by your booth to provide them with an extra opportunity to notice you.
4 – Maximize your time outside of the booth
Show that you are truly interested in forming connections by being present in the convention city. Schedule working meals with important contacts, attend event sponsored networking functions and educational sessions, and spend your free time wherever the attendees are hanging out.
5 – Follow Up
Rumor has it that 80% of the leads obtained at trade shows don’t receive any follow up contact. Create a plan so that once you return (with notes about each contact on your list) your staff can call, e-mail, and otherwise reach out to these visitors right away.
With these ideas you won’t have to worry about getting lost amongst your larger competitors. Remember, sometimes the best way to stand out is to invest your time (not money). Get started today!
Robyn Davis - Owner, When I Need Help (WINH)
Robyn helps exhibitors improve their results at conventions and trade shows by providing on-site sales and marketing support, pre-/post-event consulting services, and convenient products. Contact Robyn to discuss your situation today!
